Unless something changes, Canada’s Immigration Plan is committed to bringing in 500,000 new immigrants by 2025, with the objective to support economic prosperity within Canada. It’s no wonder newcomers are considered a primary target audience for many marketers, with OOH being one of the go-to channels to reach them.

A new August report from COMMB found that the use of public transit is a big part of day-to-day life for newcomers to Canada, revealing that newcomers index 45% higher than the average Canadian when it comes to using public transit (over the span of a week). In addition, Vividata recently reported that – based on data from the Spring – 42% of newcomers sometimes notice OOH advertising, while 20% most often do.

More importantly, COMMB found that the audience is more likely to engage with a brand or respond to a call to action after viewing an ad: 72% are more likely to download a coupon than average Canadians; 39% are more likely to purchase a product, brand or service; 21% more likely to search online for the product, brand or service; and 17% are more likely to visit a retail or restaurant location.

More than one-third (36%) of newcomers say they’ve downloaded a coupon the day after exposure to an OOH ad and 29% purchased products the day after ad exposure.

Newcomers to Canada are also 29% more likely to say celebrities influence their purchase decisions, 23% are more likely to buy new products before their friends, and 22% are more likely to try new brands. Newcomers enjoy luxury brands but want to purchase on a budget, with 18% saying they can’t resist expensive products.